especially in e-commerce with companies like fab.com. we're competing against google head to head with facebook and we're performing. and our ad spend, which is our fees, becomes ultimately our revenue is based entirely on that performance. you see our ad spend go down if we're not performing. >> when gm comes out and says it wasn't working for them, execution on their part? how does that disconnect s? >> you need to have the right creative. message, format of the ad. you need to have the right targeting. and you need optimization. facebook gives you so many ways to target. you could have thousands and thousands of combinations of creative and targeting. how do you know which one to bid up, bid down. you need software like ours. it's execution. >> gm, we knew in-house their advertising process was a little troubled. but you think they might have been blaming the wrong person? >> facebook at -- do you think some of them buy cars? >> well said. how does mobile change the game? >> one reason mobile is not monetizing as well as the web for e